Insight • Qualitative Research • Strategy

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Find Your Brand’s Magic

“Alchemy is another word for magic,  and the whole point of magic is that it is inexplicable.”

Mix It Up With Alchemy


Original strategies don’t come from obvious insights. We know how to illumiate novel insights into new brand territory.

Hispanic Market

We help brands develop a special chemistry within a variety of Hispanic cultures and bi-cultural populations.

Creative Direction

Want research that will elevate and inspire fresh, original creative work? Alchemy delivers insights that drive creative magic.


Unexpected. Compelling. Fresh. Alchemy lights the way to the kind of insights that create brands that shine.


Alchemy combines the right tools, techniques, and methodologies to accurately understand and interpret the voice of the consumer.


Understanding how people experience a product or service is key to brand alchemy. We help brand touchpoints surprise and delight.


We deliver findings that bring brand identities to life.

Niche & Vertical

Going niche or vertical?  Blaze a new trail in a specialized market as it evolves and grows.


Market gaps. White Space. Trends. Alchemy discovers alchemy to pioneer their way into new territories.

“What if.”

“It is through the combination of those two words that something new comes into the world.”





The Blog

Brands Are People Too

Brands Are People Too

When it comes to brand identify the question isn't "what" a brand is as much as it's "who" a brand is. Obviously, to be successful. a brand has to function and fill a need or desire in the marketplace. But that's just table stakes. It also has to have the ability...

Alchemy and Amusia Don’t Mix

Alchemy and Amusia Don’t Mix

Commonly known as tone-deafness, amusia is an inability to distinguish differences in musical pitch.   Tone-deafness is also a term that applies to those who are oblivious to public sentiment, opinion, or taste. Think of it as social amusia.  At best, social...

Dear 80’s, We Miss You

Dear 80’s, We Miss You

growtingtoaA recent survey asked 20- to 60-year-olds what decade they thought was the best to live in, or wish they had lived in.  Ranging from 1900’s to the 2000’s the majority of decades selected for best decade were from the 1970s to the 2000s.  Two things about...

The Myth of the Iconic Brand

The Myth of the Iconic Brand

sinphyafircowaHiThe first official brand in the United States emerged in 1818, and since then nearly 90,000 of them have come and gone.  Today there are 50,000 active brands out of which roughly 5% to 8% will become memorable.  Of those, only a chosen few become...

The Art of the Question

The Art of the Question

Asking questions about what we want to know seems pretty straight forward.  Truth is, how those questions are asked has a significant impact on the accuracy and quality of the responses.  Question-asking is not as simple as it seems. There’s an art to it. Good...

“The secrets of alchemy are hidden in the laboratory of life.”